journal of scientific research in allied sciences -...

Afrina S. and Octavia Y., Jour. Sci. Res. Allied Sci., 1 (4), 2018, 12-24 2018

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Journal Of Scientific Research

in Allied Sciences ISSN No. 2455-5800

DOI No.: 10.26838/JUSRES.2018.4.1.12-24

Contents available at: www.jusres.com

INFLUENCE OF POWER MESSAGES ADVERTISEMENT AND CREDIBILITY

CELEBRITY ENDORSER INDOMIE ADVERTISING TO BRAND AWARENESS IN

TELEVISION

Afrina Sari, Yuni Octavia

Universitas Budi Luhur Indonesia.

Department, postgraduate of Universitas Budi Luhur, Indonesia

ARTICLE INFO ABSTRACT ORIGINAL RESEARCH ARTICLE

Article History

Received: Jan’ 2018

Accepted: Feb’ 2018

This study examines the opinion of high school students in Jakarta who

like food from noodles. The influence between the easiness of eating the

type of noodles with the advertisement that aired as a form of delivery of

knowledge about products from instant noodle manufacturers in Indonesia.

The purpose of this study is to find out how the attractiveness of advertising

messages and credibility of celebrity endorser on noodle ads on television.

We conducted a survey in 2017 to 96 students at 6 high schools in Jakarta.

The sampling technique is a cluster sampling of 17 people (SMA 18), 23

people (SMK 9), 18 (SMA 3), 18 People (SMA 5), 18 People (SMK 7), 2

persons (MA). The results showed that; 1) The attractiveness of advertising

messages significantly affects brand awareness with a sig value. 0,000

<0.05 and t value 8.101> t table 1.989. This means that Ads served to the

artist's preferred use strategy will affect the brand awareness of their

customers. 2) The credibility of Celebrity Endorser significantly influences

brand awareness with sig. 0.000 (0.05 and t value 4.962> t table 1.989)

meaning credibility of artist used as endorser celebrity contributes to brand

awareness to consumer 3) Power drag Ad messages and credibility of

celebrity endorser simultaneously have a significant effect on Awareness

brand with sig value 0,000 <0,05 and f count value 124,452> f table 3.09.

The coefficient of determination showed that R Square 0,656 mean 65.6%

simultaneously Between Attraction of Advertising with Celebrity Endorser

Credibility influence to brand Awareness. Generally, it can be concluded

that the majority of high school students are interested in noodle

advertisement that aired on television. They also like the celebrity endorser

that is in use as an advertiser. The selection of ad stars gives impact to the

likes on the products advertised.

Keywords:

Fascination, Advertising,

Credibility, Celebrity

Endorser, Brand

awareness.

Corresponding Author

* Afrina Sari ©2018, www.jusres.com

1. Background / Objectives and Goals

Increased public consumption of

instant noodles led to an increase in the

number of producers of Instant Noodles in

Indonesia. The amount of instant noodle

food consumption caused by the assumption

of food from Mie as a substitute for staple

food of Indonesian society. The


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development of the taste of cuisine with the

taste of representing the existing culture in

Indonesia makes people increasingly like

instant noodles. The leading producer of

instant noodles in Indonesia, PT Indofood

Sukses Makmur Tbk, is Indonesia's largest

food industry. In the business development

of PT Indofood Sukses makmur Tbk also

established business units of business

support for the achievement of the integrated

production system. Based on Data BPS

(Statistics Development Agency) noted that

98% market share of noodles in Indonesia is

an instant noodle market. Indofood is the

largest instant noodle producer with a

capacity of 13 billion packs per year. In

addition to having the largest distribution

network in Indonesia.

Competition in the instant noodle

industry is getting tighter and is a factor

driving the growth of new producers who

also produce instant noodles. Another

growing effect is the emergence of creative

and innovative products. So the company

that has been running an instant noodle

business should try to be the main in

improving customer's brand awareness. The

use of ads is being reviewed as a way of

introducing products.

One of the products of concern in this

study is Indofood instant noodle production

with the name of "Indomie" product using

the slogan "Indomie seleraku". Indomie's

marketing activities innovate by holding an

"Indomie event" with the theme "Jingle Dare

Competition", a competition aimed at high

school students, making jingle melodies to

be used in indomie ads. The event was

considered successful because it involved

3,225 high school students from 181 schools

with 230 bands who sent their creations to

the committee.

Based on an interview with marketing

manager of Noodle division PT Indofood

Sukses Makmur said that the taste of

Indonesian society best matches the taste of

Indomie Goreng, a flavor variant of Indomie

products. Based on the results of a survey

conducted Marketing magazine edition of

February 2015 published that Indomie gets

the top Brand index of 75.9%. Where Top

Brand index will measure three components

namely; Top of Mind awareness, which is a

brand-based size first mentioned by the

respondent when the product is mentioned.

Second; last used, the size is based on the

brand that was last used or consumed by the

respondent in a re-purchased cycle. Third;

future intention, which is based on a brand

that wants to be consumed in the future.

Further explained that the majority of

consumers regard indomie as a product of

choice consumed and that will be consumed

in the future.

The success of PT Indofood Sukses

Makmur cannot be separated from the use of

Ads on television. Creativity presented in

the advertisement on television is allegedly

influencing customers to survive into

consumers of instant noodles PT Indofood

Sukses prosperous production. In addition,

also in the use of advertising stars favored

by consumers. According to Simamora

(2004: 174) explains that consumer attitudes

toward advertising can be influenced by

several factors, especially the attractiveness

of the content of advertising messages and

its effect on the mood and emotions of

consumers. According to Widyastuti (2013:

14), the results concluded that the

attractiveness of advertising messages

through e-commerce.

Based on the description, the research

question is;

1) How is the effect of the attractiveness of

advertising messages Indomie in Media

Television Against the brand awareness

of students of high school in Jakarta?

2) How is the influence of endorser

celebrity credibility on brand awareness

of students of high school in Jakarta

This research is expected to be useful for the

development of communication theory,

especially about advertising, and also give


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thought contribution in formulating

advertising message.

Literature review

Ad Messages Attraction

According to Indiarto (2006: 37) ad

attraction of an ad is how big the ad can

amaze or attract the attention of the

audience. The attractiveness of advertising

messages refers to the approaches used in

attracting the attention of consumers and

influencing their perception of the product

or brand in order to generate a strong appeal

to consumers. Then advertising messages

should be able to influence, able to generate,

and able to retain consumer memories of a

product offered.

The attractiveness of advertising

messages has indicators of the attractiveness

of advertising messages by Kotler and

Armstrong (2001: 116) should have the

following three traits;

a) Meaningful: advertising messages must

be clearly defined and easily understood

in showing the benefits of the product so

as to make consumers more interested

and allow the advertised products. The

advertising message should be able to

say something interesting about the

product.

b) Believable: Advertising messages should

be reliable to consumers, that the product

provides the correct information.

Consumers believe that the product

provides benefits as promised in

advertising messages.

c) Distinctive: advertising messages must

state something that makes the

advertised product better and different

from competitors' products so the

advertising message must say something

exclusive or not contained in all other

brands within a product category.

According to Harjanto, (2009: 532)

advertising message is a clear statement that

sets the direction of what will be achieved in

advertising campaigns. Advertising

messages also play a role in explaining the

difference between a brand from a

competitor in a market. Sumantono (2012:

14) states that advertising messages are what

the company planned to convey to the ad

and how the planning of delivering the

message verbally and non verbally.

According to Bovee (2002: 14), advertising

messages are ideas or news communicated

or delivered to the audience through

advertising media.

The purpose of advertising is; first;

informative; to create brand awareness as

well as knowledge of a new product or new

characteristics if the product already exists

in the market. Second; influence; to

influence consumer attitudes amidst existing

product competition. This ad has a goal to

encourage consumers to move to marketed

products. Third; Reminder: to remind

consumers of a particular product and is

expected to continue to buy. Fourth;

Strengthening: to strengthen consumer

confidence in the products that have been

purchased so far. Consumers are assured that

they have made the right choice of service

products to use.

Celebrity Endorser's credibility

Stars Advertising or endorser is one

of the factors that determine the success of

advertising of a product, especially if the

advertising activities utilize television

advertising media. According to Belch &

Belch (2004: 12), ad stars are figures or

individuals who are selected to represent a

product/service that comes from certain

circles and has a prominent character and

strong appeal. An endorser is expected to

attract attention. Meanwhile, according to

Tellis (1994; 4) explains that the endorser is

an individual group, organizes, institution or

institution that is used to convey an opinion

about a product, service or idea, so that

consumers trust the opinion, belief, seek or

try the advertised product.

Endorser in an advertisement on

television is used as an alternative strategy

to create brand awareness to consumer


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buying behavior consciously or

unconsciously. The advertising messages

conveyed by informants are widely known

by consumers. And the main thing that is

known is the celebrity endorser, and it is

said that the ad has received attention from

consumers.

Endorser in an advertisement on

television is used as an alternative strategy

to create brand awareness to consumer

buying behavior consciously or

unconsciously. The advertising messages

conveyed by informants are widely known

by consumers. And the main thing that is

known is the celebrity endorser, and it is

said that the ad has received attention from

consumers.

According Royan (2005: 12)

celebrity is a person who is known

msyarakat because of its ability in certain

areas that can support products to be

advertised. Celebrity is often used as a

means of representing the product in

providing a cirta about a product. Credibility

is the level of confidence in the source of the

consumer's mind. Celebrity credibility as an

endorser is an important factor that is

measured based on the ability to deliver

advertising messages well and able to

convince consumers to be interested in the

ads delivered.

Ohanian: (1990): Ahmed Naveed et

al (2014) explains that; that there are three

components that influence the credibility of

celebrity endorser as messenger among

others; 1) Expertise: The expertise of a

celebrity endorser reflects the knowledge,

experience or expertise possessed by an

endorser associated with a communicated

service product. The expertise of an endorser

can be possessed of formal education and

comes from his experience. Endorser

perceived as an expert and experienced in a

particular field. This will be more able to

influence knowledge and change the

perception of the vast majority. The more

expertise the endorser celebrity will

effectively influence the consumer in

changing attitudes toward the product. The

expertise dimension consists of the

following factors: Expert, Experienced, have

the ability. 2) Trustworthiness: relating to

honesty, integrity. The belief of an endorser

is influenced by perceptions of the endayer's

motivations. In addition, reliability is related

to how much the perceived endorser can be

trusted by consumers. Consumer confidence

in the message does not have to be through

direct recognition, but can be through the

process of learning and perception made by

consumers through various sources. Factors

that fall within the dimension of trust

include responsible, honest, reliable, sincere,

and trustworthy. 3) Attractiveness; is the

appeal of an endorser both physically and

non-physically. The appearance of an

attractive endorser celebrity is considered

important as it will affect the initial

assessment of the consumer to the message

source. Shimp (2003) states that endorsers

who have an attractive physique will result

in the evaluation of their advertising and

product ads more favorably when compared

to less attractive sources to consumers. In

general, physically attractive endorsers are

capable of being more favored by consumers

and positively impacting the level of

advertised sales.

Indomie Ads On Television

Based on data from Media Scene

Volume 25, 2013 p. 66 explains that

Indomie's advertising expenditure in

television in 2013 amounted to 371,183

billion rupiahs. Referring to data contained

in the official website indomie namely;

www.indomie.com shows that there are 10

categories of noodles produced by Indomie

among others; Indomie goring, Indomie

sauce, Indomie Jumbo, Selera Nusantara,

Mie Keriting, and others. The top brand

index is shown in the following table;


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Table 1.1 Top Brand Index Category Instant Noodle version of Marketing Magazine Edition

02/2015

No. Merek Top Brand

1 Indomie 75,9%

2 Mie Sedap 15,9%

3 Supermi 2,7%

4 Sarimi 2,2%

Based on Table 1.1 above; Marketing

Magazine measures by Top Brand Index

using three parameters: First; Top of Mind

Awareness is based on the brand first

mentioned by the respondent when the

product category is mentioned. Second; Last

Used; which is based on the brand that was

last used or consumed by the respondent in a

re-purchased cycle. Third; future, intention,

that is based on the brand to be consumed in

the future.

Based on data table 1.1 above it can be

explained that Indomie gets the top Brand

Index of 75.9%. The data indicate that the

majority of consumers still regard Indomie

as their preferred product whether it has

been consumed or will be consumed in the

future.

Brand Awareness

According Durianto (2004: 54) defines

brand awareness is the ability of a potential

buyer to recognize, recall a brand as part of

a particular product category. According to

David Aaker: Durianto (2004: 4) said that to

measure brand equity must be seen through

five dimensions: 1) Brand Awareness: the

ability of prospective buyers to recognize,

recall a brand as part of a particular product

category. People tend to buy famous brands

because they feel safe with something

known. 2) Perceived Quality; a brand will be

linked by a quality perception without

needing to base detailed knowledge of the

specifications. The perception of quality

may be something different for each type of

industry. 3) Brand Association: Reflects the

image of a brand to a particular impression

in relation to customs, lifestyle, benefits,

product attributes, geography, price,

competitors, celebrities, and others. 4) Brand

Loyalty; reflects the level of commitment

engagement with a product brand. For a

company, it is expensive to get new

customers. On the contrary, it is relatively

inexpensive to nurture existing customers,

especially if those consumers are satisfied

and even love the brand. 4) Other brand

assets such as Patents, seals, other channels

of connection.

Further explained the level of brand

awareness as follows: 1) Top Of Mind: is a

brand mentioned first by consumers or who

first appeared in the minds of consumers. In

other words, the brand is the main of the

various brands that exist in the minds of

consumers. Top of mind is a single response

question meaning one respondent only gives

one answer to the question. 2) Brand Recall:

a recall of the brand without assistance or

brand reminders reflect what brands the

respondent remembers after mentioning the

brand first mentioned and usually the brand

recall is a multi-response question. 3) Brand

recognition; is a measure of brand awareness

of respondents in which their consciousness

is measured by assistance. The question

posed by mentioning the characteristics of

the brand product tersebut.Pertanyaan asked

to know how many respondents who need to

be reminded of the existence of the brand.

Measuring the introduction of brand

awareness in addition to asking questions

can be done by showing a photo that

illustrates the characteristics of the brand

tersebut.Brand recognition is a minimal

level of brand awareness in which the

introduction of a brand appears again after

the reminded again with help. 4). Unaware

of Brand; is the lowest level in the

measurement of brand awareness. For the


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measurement of brand unaware observation

is done to the question of the introduction of

brand awareness before viewing premises

responded the answer did not recognize at

all or who answered did not know when

shown the photo of the product.

Indicators Brand Awareness is an

indicator of the three behavioral components

model that consists of 1) cognitive

component: that is visible from the attitude

that describes the knowledge and perception

of an object of the attitude. 2) effective

components; a behavior that describes one's

feelings and emotions toward a product or

brand, and 3) a conative component; it

describes the attitude that the tendency of a

person to perform certain actions related to

the object attitude (product or brand

particular) which ultimately leads to buying

behavior.

Method

This research uses Survey research

with explanative type. Survey research by

Singarimbun and Sofyan (2008: 3) is a study

that takes samples from a population and

uses questionnaires as a means of collecting

data by testing the hypothesis. According to

Bungin (200; 46), Eksplanatif is explaining a

generalization of the sample on the

population or explain the relationship, the

difference or the influence of one variable

with the variable. The population of this

study is students of SMA / SMK / MA

Muhammadiyak in South Jakarta, amounting

to 2,231 people. This population takes 17-

year-olds who are studying in SMA / SMK /

MA Muhammadiyah Se-Jakarta Selatan.

The following are presented in Table 1.2 as

follows;

Table 1.2 Population Research Based on Students of SMK / SMA / MA Muhammadiyah All of

South Jakarta

School Name No. of students

SMA Muhammadiyah 18 Kebayoran lama 398

SMK Muhammadiyah 9 Kebayoran Lama 523

SMA Muhammadiyah 3 Kebayoran Baru 415

SMA Muhammadiyah 5 Tebet Raya 429

SMK Muhammadiyah 7 Tebet Raya 411

MA Muhammadiyah Tebet Raya 55

Total 1.231

Based on Table 1.2 above it can be calculated sample research using sample calculation with

Taro Yamane formula with a precision or error rate of 10% is presented in the calculation as

follows:

N

n = -----------

N. d² + 1

The calculation result with the formula

Taro Yamane gets the sample amount from

the calculation of 96 people. And to

represent the population of the 6 schools of

Muhammadiyah in South Jakarta than in

Calculate based on Stratum then the

representative of the sample shown in Table

1.3 below:

Information:

n = Number of Samples

N = Total Population

d² = Precision set (10%)


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Table 1.3 Research Samples based on Muhammadiyah representatives throughout South

Jakarta

Results & Discussion

Research result

Ad Messages Attraction (X.1)

Variables Ad Messages Attraction

(X2) include the dimensions are: 1)

Meaning, 2) Believed, 3) Different

attraction. The variables are measured by

Likert scale (strongly disagree, disagree,

Neutral, Agree, and Strongly Agree.The

results are presented in the following Tables

1.4, 1.5, and 1.6:

Table 1.4 Frequency of Message Attraction Based on Meaningful Dimensions

No. School Name

Frequency Message attractiveness

by Meaningful Dimension Total

Total likert

skor

SD D N A SA

1. SMA Muhammadiyah 18 0 1 1 12 3 17

373=77,7% 2. SMK Muhammadiyah 9 0 2 6 14 1 23



1. SMK Muhammdiyah 7 0 3 3 11 1 18

2. Madrasah Aliyah(MA)

Muhammadiyah

0 0 1 1 0 2

3. Total 0 8 14 55 19 96

Strongly Disagree=SD, Disagree=D, Neutral=N, Agree=A, and Strongly Agree=SA.

Based on Table 1.4 above, it can be

explained the results of calculations by

Likert scale shows a score of 373, indicating

the value of Likert at the number 0.777, if in

presentasekan it shows the value of 77.7%

which means that the attractiveness of

messages based on dimensions Meaningful

translated by high school students / SMK /

MA Muhammadiyah South Jakarta indicates

that they agree that the advertisement in

Indomie presented has the attractiveness of

advertising message dimension Meaningful.

School Name Number of Students

SMA Muhammadiyah 18 Kebayoran Lama 17

SMK Muhammadiyah 9 Kebayoran Lama 23

SMA Muhammadiyah 3 Kebayoran Baru 18

SMA Muhammadiyah 5 Tebet Raya 18

SMK Muhammadiyah 7 Tebet Raya 18

MA Muhammadiyah Tebet Raya 2

Total 96


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Table 1.5 Frequency of Message Attraction Based on Believable Dimensions

No. School Name

Frequency Message attractiveness

based on Believable Dimensions Total

Total likert

skor

SD D N A SA


378=78,,8% 2. SMK Muhammadiyah 9 0 3 3 14 3 23





Muhammadiyah

0 0 0 2 0 2

6. Total 0 5 18 51 22 96

Strongly Disagree=SD, Disagree=D, Neutral=N, Agree=A, and Strongly Agree=SA


explained the calculation results with Likert

scale shows a score of 378, shows the value

of lokert at the number of 0.78, 8, if

presented then show the value of 78.8%

which means that the Pulling Message based

on Believable Dimensions translated by

students of SMA / SMK / MA

Muhammadiyah South Jakarta.

Table 1.6 Frequency of Message Frequency Based on Distinctive Dimension

No. School Name

Frequency of Message Frequency

Based on Distinctive Dimension Total

Total likert

skor

SD D N A SA







Muhammadiyah

0 1 0 1 0 2

9. Total 0 19 14 32 31 96




scale shows the score of 363, shows the

value of lokert at the number 0.726, if


which means that the Pulling Message based

on Distinctive Dimension which is translated

by high school students / vocational / MA

Muhammadiyah South Jakarta shows that

they agree that the advertisement in Indomie

presented has the attraction of advertising

message dimension Distinctive.

The Credibility Of Celebrity Endorser

(X2

Variables The credibility of celebrity

endorser (X2) includes dimensions: 1)

Expertise, 2) Trustworthiness, 3) Attractive.

The variables are measured by Likert scale

(strongly disagree, disagree, Neutral, Agree,

and Strongly Agree.The results are

presented in the following Tables 1.7, 1.8,

and 1.9:


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Table 1.7 Frequency of Celebrity Credibility Based on Expertise Dimension

No. School Name


Based on Expertise Dimension Total

Total likert

skor

SD D N A SA







Muhammadiyah

1 0 0 1 0 2

12. Total 0 1 1 11 4 96




scale shows the score of 362, shows the

value of lokert at the number of 0.724, if


which means that the credibility of celebrity

endorser based on Expertise Dimension

translated by high school students / MA


they agree that the advertisement in Indomie

presented has the credibility of celebrity

endorser in dimension of expertise.

Table 1.8 Frequency of Celebrity Credibility Based on Trustworthiness Dimension

No. School Name


Based on Trustworthiness

Dimension Total

Total likert

skor

SD D N A SA


340=68% 2. SMK Muhammadiyah 9 1 5 8 8 1 23





Muhammadiyah

0 0 0 1 1 2

15. Total 1 15 24 49 7 96




Likert scale shows a score of 340, shows the

value of lokert at 0.68, if presented then

show the value of 68% which means that the

credibility of celebrity endorser based on

Trustworthiness dimension which is

translated by high school students / MA


they are Neutral that the advertisements in

Indomie presented they are considered

normal / they are behaving neutrally to see

the credibility of celebrity endorser

dimensionally Trustworthiness.


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Tabel 1.9 Frequency of Celebrity Credibility Based on Attractive Dimension

No. School Name


Based on Attractive Dimension Total

Total likert

skor

SD D N A SA







Muhammadiyah

0 0 0 2 0 2

18. Total 1 13 14 49 19 96




Likert scale shows a score of 360, shows the

value of lokert at 0.72, if presented then


credibility of celebrity endorser based on

Attractive Dimension translated by high

school students / MA Muhammadiyah South

Jakarta shows that they agree that the

advertisement of Indomie presented them as

the credibility of celebrity endorser

interesting in attractive dimension.

Brand Awareness (Y)

Variables Brand awareness (Y)

include the dimensions that are; 1)

Cognitive, 2) Affective, 3) Konatif. The

variables are measured by Likert scale

(strongly disagree, disagree, Neutral, Agree,

and Strongly Agree.The results are

presented in the following Tables 1.10, 1.11,

and 1.12:

Table 1.10 Frequency of Brand Awareness based on Cognitive Dimension

No. School Name



Total likert

skor

SD D N A SA







Muhammadiyah

0 0 0 1 1 2

21. Total 0 5 12 64 15 96





the likert value at the number 0.756, if


which means that the Brand Awareness

based on cognitive Dimensions translated by

high school students / vocational / MA


they agree that they know Indomie products

in knowledge of Brand Awareness based on

cognitive dimension.


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Table 1.11 Frequency of Brand Awareness based on Affective Dimension

No. School Name



Total likert

skor

SD D N A SA







Muhammadiyah

0 0 0 0 2 2

24. Total 0 5 9 47 33 96





the value of likert at 0.79, if presented then


Brand Awareness based on the Affective

Dimension is translated by high school

students / vocational / MA Muhammadiyah

South Jakarta shows that they agree that they

love Indomie products and have tried several

product variances from Indomie.

Table 1.12 Frequency of Brand Awareness Based on Relative Dimension

No. School Name


Based on Relative Dimension Total

Total likert

skor

SD D N A SA







Muhammadiyah

0 0 0 0 2 2

27. Total 1 1 5 62 27 96





the value of likert at 0.80, if presented then


Brand Awareness based on the Conative

Dimension translated by high school

students / vocational / MA Muhammadiyah

South Jakarta shows that they strongly agree

that they use Indomie products regularly on

Brand Awareness based on conative

dimension.

The Effect of Ad Messages' Attraction on

Brand Awareness

The result of calculation of Test of T

to see influence The attractiveness of

advertising message to Brand Awareness

show result of t-count equal to 8,101 with a

value of significance 0,024. The t-table

value shows the number 1.989. When

compared to indicate the significance to take


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a decision whether there is a variable

influence The attractiveness of advertising

messages on Brand Awareness t-hit ≥ t-table

... 8.101 ≥ 1.989. Then it can be interpreted

there is the influence of attraction of ad

message to Brand Awareness. Viewed from

the results of the study can be explained that

respondents gave their answers manga gap

that advertising messages presented valued

clear, easy to understand, trustworthy and

information submitted is considered true.

Effect of Celebrity Endorser's Credibility

on Brand Awareness

The result of T-test calculation to see

the effect of celebrity endorser's credibility

on brand awareness shows the result of t-

count equal to 4,962 with significance value

0,014. The t-table value shows the number

1.989. When compared to indicate the

significance to take a decision whether there

is the influence of credibility of celebrity

endorser to Brand awareness; t-hit ≥t-table

.... 4,962 ≥ 1,989, then it can be interpreted

there is influence credibility celebrity

endorser to Brand Awareness. The results

showed that respondents considered that the

celebrity endorser in view has managed to

captivate them and they consider that

celebrity gives an example of how to eat

indomie.

The Influence of Attraction Awareness of

Ad Books and Celebrity Endorser

Credibility simultaneously to Brand

Awareness

F test results to see the simultaneous

hypothesis test between the variable

attractiveness of advertising message and

credibility of celebrity endorser to Brand

Awareness show that f-count with value

124.452 when compared with f-table 3.09.

With the value of R Square shows the value

of 0.728, if dipersentasekan shows the

number 72.8%. It can be said that there is a

simultaneous influence on the attractiveness

of advertising messages and the credibility

of celebrity endorser to Brand Awareness.

Discussion

Ads must have the power of Attract an

advertising message. If the message

delivered via television does not have Pull

power, then the ad will not make the

audience pay attention to the delivered

product. And in the estimate will not reach

the level of customer warrant brand.

Many companies are aware of this. PT

Indofoot Sukses Makmur is aware of this, so

choose the artist or celebrity to be appointed

as an advertiser. And become an idol.

Indomie products have the power of Pull the

message by using celebrity endorser that the

audience liked.

The "morning spirit" indomie goreng

ads has some aspects that make the audience

so fond of: the meaning of ad messages that

are easily understood by the audience, the

advertisements that are delivered provide

true and reliable information, and the

advertising message is able to make the

learner of the noodle agree that the

advertisement gives spirit to them.

Conclusion

The study concluded as follows;

1. There is the influence of the attractiveness

of advertising messages to Brand

Awareness. The result of t count is 8,101

with significance value 0,024. The t-

table value shows the number 1.989.

Then t-arithmetic ≥ t-table ... 8.101 ≥

1.989.

2. There is the influence of credibility of

celebrity endorser to Brand Awareness.

t-count results of 4.962 with a

significance value of 0.014. The t-table

value shows the number 1.989. then it

can be interpreted there is the influence

of credibility of celebrity endorser to

Brand Awareness

3. F test results for simultaneous hypothesis

testing between the variable of

advertising message attraction and

endorser celebrity credibility to Brand

Awareness show that f-count with value

124,452 when compared to f-table 3.09.


24 | P a g e

there is a simultaneous influence on the

attractiveness of advertising messages

and the credibility of celebrity endorsers

against Brand Awareness

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